Sponsorship slots for 'The Great British Bake Off' could go for as much as £8 million

Presenters on BBC's Bake Off, Sue Perkins and Mel Giedroyc, will not be moving to Channel 4 with the show.
BBC

Channel 4 is starting headline sponsorship bids for "The Great British Bake Off" at the high price tag of £8 million, according to the Guardian.

If a bidding war broke out between advertisers who want their name to be associated with the show, sponsorship deals "could go for as much as, or more than, 'X Factor'," a senior executive at a UK media agency told the Guardian.

Media industry estimates put TalkTalk's sponsorship of "The X Factor" — a record deal for UK TV— at £10 million per year.

Contractual terms between the BBC and Love Productions mean that Channel 4 cannot launch its version of "Bake Off" until 2018. Channel 4 is also having to contend with the fact that the majority of the show's biggest stars — including Mary Berry, and presenters Mel Giedroyc and Sue Perkins have publicly stated they will not be following the show away from the BBC.

But despite these apparent setbacks, advertisers are reportedly queuing up to participate. The BBC does not broadcast ads or allow sponsorship around its shows in the UK, so the "Bake Off"' switch to Channel 4 will mark the first time brands can involve themselves with the show in the region.